everyone wants to know how to talk about sustainable fashion right now
You have progress to share. Making it credible, relevant, and commercially meaningful is another challenge. Say too much, and you risk overclaiming. Say too little, and meaningful work stays invisible. Even a carefully substantiated claim can leave a customer wondering what it means for them or why it should influence what they buy.
For sustainability teams, the challenge goes beyond finding the right words. It means navigating legal scrutiny, reputational risk, customer skepticism, and the pressure to show business value.
How do you communicate responsibly and still give people a reason to care? When should sustainability lead the story? When should it support a message about quality, performance, or design? And what makes someone move from believing a claim to choosing a product?
These are consumer behavior questions. But they're also business questions at the center of SFF26.
On October 29–30, join behavioral scientists, consumer psychologists, cultural strategists, and industry leaders online to explore how sustainability earns trust, becomes relevant, and influences decisions—from the customer considering a purchase to your colleague approving an investment.
GET DIGITAL ACCESS →why focus on consumer behavior?
Because what people say they care about and what they support in the market can be very different things.
Your customer can care about sustainability and still choose another product. They can trust your brand without understanding the value of your latest material innovation. They can like the idea of resale or take-back without ever participating.
For sustainability teams, that creates a challenge that better technical solutions and more information cannot resolve on their own.
Consumer behavior helps explain what else is happening: how price, convenience, identity, habit, and social expectations influence decisions. It gives teams a way to examine why an offer connects, why a message falls flat, and where participation breaks down.
Those insights matter when you’re deciding what to build, what to say, and what to ask people to do.
your peers helped shape this conversation
The SFF26 program grew out of direct conversations with executives, brand leaders, and sustainability strategists working across global brands and industry organizations.
We asked about the challenges they were navigating, the questions they were struggling to answer, and where they needed more leverage to move forward internally and externally.
Bring the decision you’re working through.
Use the sessions to examine your assumptions, the live Q&A to ask questions, and the industry perspectives to consider approaches beyond your own organization.
Attend with colleagues from product, marketing, or leadership to build a shared understanding of the people your strategy depends on and what might help them act.
Come back to the session recordings as your work develops, and use the SFF26 Intelligence Report to help translate conference insights into decisions and next steps.
If these questions sound familiar, it’s because your peers are asking them too.
for the people moving sustainable fashion forward
Whether you’re selling to a business, reaching an individual customer, or asking a colleague to support an idea, there’s a person making the decision. Understanding what earns their trust, shapes their priorities, and motivates them to act is relevant across roles, teams, and business models.
Sustainability and impact teams working to communicate progress, strengthen business cases, and earn support across the organization.
Marketing, brand, and communications teams deciding how to tell credible sustainability stories that connect with what customers care about.
Product, materials, and innovation teams bringing better solutions to market and understanding what will help customers choose them, whether those customers are businesses or individual consumers.
Circularity, resale, and retail teams designing experiences and programs that depend on people participating.
Business leaders, founders, and consultants connecting sustainability priorities to customer needs and commercial decisions.
Educators and academic leaders preparing the next generation of fashion professionals to connect sustainability with consumer behavior, business decisions, and industry practice.
Policy, legal, compliance, and advocacy leaders shaping claims, rules, and standards who want to understand how people and businesses respond, what supports participation, and where unintended barriers can undermine progress.
If your work depends on getting people to choose, support, or participate in a more sustainable approach, SFF26 is built for you.
YOUR DIGITAL PASS INCLUDES
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Professionally produced keynotes, fireside conversations, panels, and case studies premiering throughout October 29–30
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Live audience chat and Q&A with speakers throughout both days
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On-demand access to every session in the SFF26 digital library
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The SFF26 Intelligence Report to help you translate conference insights into decisions and next steps
Team Access
3 passes for $750 ($250/person). Registering 4+ people? Contact us for team pricing.
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